Parle Products targets sales worth Rs 100 cr from first year of Rola Cola relaunch

BK Rao, Senior Category Head of Marketing, Parle Products, said the brand also plans to up its digital spends to 16%

e4m by Misbaah Mansuri
Updated: Oct 4, 2019 9:23 AM

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BK Rao

Following a tweet from a Rola Cola (the hard-boiled candy from Parle Products) lover from Kerala, the brand last year tweeted that 10K retweets of its tweet can revive the candy that was last produced in 2006. And when netizens poured in their love, the brand kept to its promise and has re-launched the much-loved product, following the unanimous consumer demand.

After all, these aren’t ordinary times. “The real story has created history in the world of marketing that is a brand like Parle responding to a consumer demand asking for a product-comeback and Parle more than willing to listen to him and getting the product back. We aim to clock a sale of about 200 tonnes a month in the first year and are expecting a business of about Rs. 100 crores from the brand for a twelve-month period,” said, BK Rao, Sr. Category Head of Marketing at Parle Products, shared in conversation with exchange4media.

The brand is now all set to promote the re-launch primarily through the digital medium. “The brand is being reborn because of digital which is the reason we have decided to leverage it for our marketing,” he said. According to Rao overall Parle spends on digital medium in the last four years have been increasing significantly and will further get boosted by another 2%. “So currently, we are at the rate of 13-14% spends on digital, it could inch up to 16% with Rola Cola,” he revealed.

Rao explained that platforms like Facebook, Twitter, Instagram, LinkedIn, Scoopwhoop and various content-marketing platforms will be leveraged massively for the same. ”Even if I have to use a Google Display Network or YouTube, there might be ads but they will only be on digital. You won’t find Rola-Cola ads on television,” he revealed.

Creating pre-buzz, Rola Cola has been regaling consumers with fictional stories of the candy’s travel stories, straddling across various international markets and then ultimately returning to the homeland, stronger than ever, with vibrant colours but same savoury taste. 'Rola Columbus'- Surfing the tide in the Maldives, walking like an Egyptian with the mummies, skiing in the Alps, scoring a goal in Spain. Rol-a-Cola was the life of the party everywhere it went. Homesick Rol-a-Cola's vacation is now over.

ARE YOU READY?? #RolaColaIsComingBack,' Parle Products said in a tweet.

While the brand promised the consumers that they will get the product back in 90 days, working on it from the back-end to the distribution was no cake-walk. “We first started shifting the product across markets like South followed by East, North, West, etc. As we speak, in the last 15 days, we started production in September but already distributed 25-30 tonnes of the product. The whole of October, November and December, we will put all our efforts to ensure that the product is available nationally across cities, metros and tier 2 and 3 towns as well for our consumers and hence we are making a declaration that Rola Cola is back,” Rao exclaimed.

Moreover, the brand has also added a Rs 20-pack of Rola Cola apart from the Rs 5-pack.

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